The Brand Story Welcome The Gold Coast 2018 Commonwealth Games™ will be the largest sporting event Australia will see this decade and the biggest sporting spectacular the Gold Coast has ever seen. The first regional Australian city to ever host a Commonwealth Games, the Gold Coast will celebrate a great Games in a great city leaving great memories and great benefits for all. The city will shine on the world sporting stage and the promotional exposure for business, trade, investment, tourism and events will herald a new era in the region’s growth and maturity. The Gold Coast 2018 Commonwealth Games™ brand issues an open invitation to participate and celebrate every aspect of the Games. This document presents the story that underpins the Gold Coast 2018 Commonwealth Games™ brand and its relevance to the Gold Coast and the Commonwealth Games. 2 Gold Coast 2018 Commonwealth Games The Brand Story 3 Vision, Mission & Objectives The Gold Coast 2018 VISION: OBJEctIVES: Commonwealth Games™ To stage a great Games in a great city • To attract the best athletes to brand values are underpinned leaving great memories and great compete in a technically excellent, by the vision, mission and benefits for all. world class, fun and friendly Commonwealth Games. objectives of the Gold Coast MISSION: 2018 Commonwealth Games • To launch the Commonwealth Games To conduct an athlete focused Games into a new decade with an inspiring, Corporation ‘GOLDOC’. with excellent competition in a fun and memorable and landmark event. friendly environment with long lasting • To help our partners make the most With the vision, mission and objectives benefits for the Gold Coast, Queensland, of the opportunities presented by at the forefront of day-to-day operations, Australia and the Commonwealth. the Gold Coast 2018 Commonwealth the Games. Games™ brand will be brought to life. • To engage and harness the enthusiasm of our communities. • To contribute to economic growth by working with partners to promote Queensland tourism, trade and investment. • To present the Games in a creative way that will encourage comprehensive and positive exposure and support. 4 Gold Coast 2018 Commonwealth Games The Brand Story 5 The three pillars The Gold Coast 2018 Commonwealth Games™ brand embraces three pillars: The Place, The Event and The Sport. The Place The Event The Sport The Place is the Gold Coast, a dynamic destination where The Event represents the atmosphere, it represents The Sport is the pillar of exhilaration, of achievement, optimism and positivity are prevalent, where fun and witnessing heroes in action, it represents sharing of heroes, of competition, camaraderie and inspiration. excitement are at its core, where the spirit of freedom and memories and claiming bragging rights and it The Sport is the pillar of opportunity, to witness events independence runs deep, where a youthful, outdoorsy, represents a coming together of a community and not often seen. friendly, welcoming nature is at its essence. of the Commonwealth. 6 Gold Coast 2018 Commonwealth Games The Brand Story 7 The Brand Pyramid WHAT WE DO WHO WE ARE Customer Benets Brand Personality • Pride in the Gold Coast • Positive (optimistic, enthusiastic) • Demonstration that the Gold Coast has come of age • Energetic (vibrant, dynamic) • Opportunity to host other major events in the future • Colourful (outgoing, spirited, a bit different) • Legacy of raised profile and improved infrastructure • Fun (youthful, welcoming) Attributes Brand Values 6,500 athletes and officials; over 70 countries; • Opportunity (Possibility, potential, and outcomes) 11 days;17 sports; television audience of over • Community (Participation, engagement one billion; hundreds of thousands and sharing) of spectators. • Freedom (Independence, individuality) • Humanity, Destiny, Equality First regional Australian city to host (Commonwealth Games Values) WHAT WE PROMISE Celebrate an event and a place where anything is possible. WHO WE TARGET Customer Insight They see the Games as a coming-of-age opportunity for the Gold Coast. They see the Gold Coast as the best place on earth and love the idea of showing the world what it’s really like. They see a perfect fit between the Gold Coast and the Commonwealth Games. Target Audience Gold Coast Community, Ticket Buyers, Viewers, Sponsors, Media, Athletes Category Denition Major (Sporting) Events 8 Gold Coast 2018 Commonwealth Games The Brand Story 9 What the Games standfor VISION To stage a great Games in a great city, leaving great memories and great benets for all PERSONALITY VALUES Positive, Energetic, Opportunity, Community, Colourful and Fun Freedom, Humanity, Destiny and Equality WHERE ANYTHING IS POSSIBLE BRAND BEHAVIOUR An invitation to engage and take part OUTCOMES Celebrate an event and a place where anything is possible: Pride in the Demonstration that Opportunity to host Legacy of raised Gold Coast the Gold Coast has other major events in prole and improved • A call to ‘Celebrate’ is an invitation, reflecting the warm, come of age the future infrastructure welcoming personality of the Gold Coast and the nature of the event as a celebration. • An ‘event and a place’ elevates the place, the Gold Coast, to a central role in the positioning of the event. When all of the brand elements are combined a central • ‘where anything is possible’ captures the optimism and theme emerges, a concise expression of what the positive energy of the Gold Coast and elevates the image of Commonwealth Games stands for. For the Gold Coast the Games. It defines the personality and tone of the event 2018 Commonwealth Games it is an invitation to… that will distinguish it from other Commonwealth Games. 10 Gold Coast 2018 Commonwealth Games The Brand Story 11 Bringing the Games tolife At the heart of the Gold Coast 2018 Commonwealth Games™ are the people who bring the Games to life, who share them with the world, who strive to represent their country to the best of their abilities and who come to witness the spectacle. As diverse as these audiences are, they each come together and play a vital role in creating one of the largest sporting events in the world. ATHLETES GOLD COAST LOCALS SPONSORS SPECTATORS GOLD COAST 2018 PARTNERS COMMONWEALTH EMPLOYEES GAMES THE MEDIA VOLUNTEERS VIEWERS 12 Gold Coast 2018 Commonwealth Games The Brand Story 13 Bringing the Games tolife The Gold Coast 2018 Commonwealth Games is an invitation to all to Celebrate an event and a place where anything is possible. Where Anything is Possible… Where Anything is Possible… for Gold Coast Locals for Volunteers • Show the world what the Gold Coast • High five a race winner as they cross can do the finish line • Show Australia and the world what • Show visitors how friendly and the Gold Coast is really like welcoming the Gold Coast is • Experience the buzz of the biggest • Get in amongst it and play an celebration in Gold Coast history important role in making the Games a success • See sports they’ve never seen live, performed at a world-class level • Rub shoulders with athletes and visitors from around the • Get up close to sporting heroes from Commonwealth around the world • Proudly wear the volunteer’s uniform • Share in the pride of this once-in-a- lifetime moment in Gold Coast history • Be an ambassador for everything the Games stands for 14 Gold Coast 2018 Commonwealth Games The Brand Story 15 Bringing the Games tolife Where Anything is Possible… Where Anything is Possible… Where Anything is Possible… Where Anything is Possible… for Athletes for Spectators for the Media for Sponsors • Relax on the beach and excel in the • Relive the magic of the 1982 Games • Tell great stories • Connect with some of the most stadium enthusiastic fans in the world • Join visitors from over 70 countries • Capture moments of pure inspiration • Enjoy the camaraderie of elite athletes in an amazing setting • Associate their brand with optimism, • Be part of history and elite athletes with a disability energy, youthfulness, opportunity • Be a community megaphone from around the Commonwealth, • Enjoy the ‘bragging rights’ of having and fun expressing feelings of pride and who are also friends been there in person accomplishment • Be part of history • Bask in the support of some of the • Experience the atmosphere of an • Help us get to know the cultures • Appear on the world stage most enthusiastic fans in the world amazing celebration and people from our sister countries • Create lasting memories • Bring out your personal best in • See their favourite sports performed around the Commonwealth the ideal setting for training and at an elite level • Show the Gold Coast at its best to competing • Be inspired by the level of sporting thousands of visitors • Even the smallest countries in the excellence on display • Create memories that will stay with Commonwealth will be on the world the Australian and Commonwealth stage communities for generations • Focus on excellence at a Games where everything runs smoothly and there are great facilities, no hassles and no inconveniences 16 Gold Coast 2018 Commonwealth Games The Brand Story 17 The Brand in Action All touch points surrounding the CORO E PR POSITION Gold Coast 2018 Commonwealth Celebrate an event and a place Games must epitomise the brand where anything is possible. proposition, the values and personality. PERSONALITY CHECKLIST Positive (optimistic, enthusiastic) From ceremonies to lanyard design, from Energetic (vibrant, dynamic) hospitality to speeches, from answering Colourful (outgoing, spirited, the phone to